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In a 2020 survey, 75% of marketers said their biggest challenge is measuring the effect of media spending. Data Poem reimagined this process and offers data presented in a compelling way, with actionable insights, all automatically.
Summary:
Planning, Execution, Optimization, Measurement – the steps of an effective marketing campaign. Bharath Gaddam rearranged the letters and created Data Poem, a data management and visualization platform like no other.
One of the biggest challenges in marketing is that it is very difficult to measure the success of a campaign. There is a reason why marketing résumés often boast the size of the budget managed instead of the results achieved. Even when data is available, it tends to live in silos, and anyone who has tried to collect everything was easily overwhelmed by the amount of information.
Data Poem’s system collects data from online and offline sources, then applies deep learning to find connections and causal relations between them. The results are displayed in the minimal amount of graphs carrying the maximum amount of meaningful information – just like poetry.
When a business is this unique, there usually is some bigger purpose behind it. Bharath is no exception. He is hoping that the 20-25% of those budgets his company is able to save for marketers will be invested in big, impactful ideas.
Key takeaways:
- Even in the digital world, attribution is not certain, as offline elements are also in the mix
- Market Mix Modelling has been around since the 70’s, but isn’t actually backed by data
- Machine learning is used in an optimal way when we can answer questions that weren’t even asked
Mentions:
Data Poem: www.datapoem.com
Bharath Gaddam
- on Linkedin: https://www.linkedin.com/in/bharath-gaddam-3355a821/
- on Twitter: https://twitter.com/CuriousBharath
- on Facebook: https://www.facebook.com/bharath.gaddam.52
